Snapchat Opens Up Its AI Imagine Lens to All U.S. Users for Free

Social media platform Snapchat has expanded access to its generative-AI feature, the “Imagine Lens”, making it available at no cost to all U.S. users. The tool was previously restricted to paid tiers (Snapchat+ Platinum and Lens+), but as of October 22, 2025, free users in the U.S. can now access a limited number of image-generation prompts.

The Imagine Lens represents Snapchat’s first open-prompt image generation tool: users can snap a selfie or upload an image and type prompts such as “Turn me into an alien” or “grumpy cat” to generate new visuals. The resulting images can then be shared with friends, posted to Stories, or exported outside the app. For all users, a limited number of prompt generations are now free. Snap says that after the U.S. launch, it plans to expand availability to other markets including Canada, Great Britain and Australia.

Originally launched in early September for subscribers only, the rollout to all users comes amid increasing competition in generative-AI features from other platforms, including Meta AI and Sora (by OpenAI). Snapchat notes that its Lenses are used more than 8 billion times each day, likely a consequence of them being tied directly to a popular social media platform – meaning that the move to open up the Imagine Lens for free is going to draw a lot of attention their way.

y removing the subscription barrier, the company may be aiming to boost engagement and forestall user migration to apps offering free or more advanced AI-driven creation tools. Analysts note this signals how social platforms are increasingly embedding generative-AI into core experiences rather than treating it as an optional add-on, something that Snapchat may be uniquely positioned to do well due to its purpose as an image-centric messaging platform.